PV Sindhu, a badminton player from India, has joined KiranaPro, a quick commerce platform, as a brand ambassador and investor.

The startup stated that Sindhu's investment is the first pledge in its seed capital round, but it did not disclose the deal's financial details.

PV Sindhu's responsibilities will go beyond serving as KiranaPro's spokesperson. She will actively support the brand's goal of closing the digital divide for small merchants, the company claims. Her appointment as the official brand ambassador for the 2025 Indian Premier League would increase KiranaPro's visibility across the country.

Deepak Ravindran and Dipankar Sarkar founded KiranaPro, a company that uses technology to empower neighborhood groceries and Kirana businesses. KiranaPro guarantees that Kirana stores maintain their competitiveness in the retail market by enabling 10-minute deliveries and offering various revenue models.

For an undisclosed sum, KiranaPro just purchased Joper.app, a hyperlocal grocery delivery business that links consumers with tiny Kirana retailers.

Following this collaboration, PV Sindhu will wear the KiranaPro badge on her jersey and appear in a number of traditional and digital media initiatives.

Deepak Ravindran, Co-Founder and CEO, KiranaPro, said, “This partnership marks a significant milestone for KiranaPro. PV Sindhu is the embodiment of skill and determination. We have taken on the task of building a nationwide network connecting lakhs of kirana stores to millions of local customers. Sindhu's support is a recognition of our efforts and will act as a catalyst for us to work even harder towards the cause of empowering local communities."

Dipankar Sarkar, Co-Founder and CTO, KiranaPro, said, “We are extremely excited that a national icon like PV Sindhu has decided to back our vision to empower neighborhood kirana stores. Her support for our tech-driven and AI-powered solutions will help accelerate the digital transformation of small businesses across the country. Together, we can bring positive change to smaller cities and towns in India.”

PV Sindhu, Brand Aambassador, KiranaPro, said, “I’ve always believed in the power of empowerment, and KiranaPro is making a real difference by helping neighbourhood kirana stores embrace technology, unlock new opportunities, and thrive in an increasingly digital world. This goes beyond retail—it’s about transforming the rural economy and contributing to India’s overall development. I’m proud to join KiranaPro, both as brand ambassador and investor, to support this meaningful mission of empowering communities and creating a lasting impact."

Jogesh Lulla, Co-Founder and COO, Cornerstone Sport, said, “PV Sindhu has always been an advocate for excellence and empowerment, both on and off the court. Her partnership with KiranaPro is more than just a collaboration—it’s a shared vision to uplift small businesses and bring digital transformation to India’s kirana stores. At Cornerstone Sport, we are proud to have facilitated this association and look forward to seeing it create a lasting impact.”